Ben & Jerry's Website

Typography: 15 textures of mixed ice cream flavors (in order from left to right:
Justicky Toffee Butter Pecan Cookie, Americone Chocolate Dream Therapy, Berry Sherrly Fixable Chip Happens, Garcia's Liberry Cheesecake, Sweet Dreams Tonight Cookie Dough, Chunky Cannoli Monkey, Berry `Berry Extraordinary Pineapple Passion, Half Baked Peanut Butter and Chocolate Chip Cookie Dough, Boots on the Marshmallow Sky, Chocolate Peanut Buttery Swirl in Phish Food, Half Baked Chocolate Fudge Brownie, New York Super Coconut Almond Fudge Chunk, Chocolate and Vanilla, Chocolate and Strawberry, Strawberry and Vanilla

Ben & Jerry's tablecloth

Ben & Jerry's Spoon

Ben and Jerry’s has taken a stance on social justice multiple times, making articles and blog posts about the George Floyd accident, boycotting, and even making seasonal flavors like Justice ReMix’d and Pecan Resist. However, I think these flavors need to stay, not disappear when the situation seems to have calmed down because social justice is something that we need to fight for every day until it is completely resolved (it is almost impossible to completely resolve). Therefore, rather than simply releasing seasonal and temporary ice cream flavors, Ben and Jerry's needs to have this stance as part of their brand and as part of their overall image. On their website, they only mention that they work and stand for social justice in one single icon on their homepage, but I think that they can increase their fan base and rate of approval if they embed this social cause into their brand. 

First, Ben and Jerry's can allow their customers to mix their own flavors and create names for them. There will be pre-mixed ice cream flavors on their website. The design of the website, the layout of the flavors, and even the names of each of the flavors and the way they are presented will represent their stance on racial and social justice. The idea is that everyone should be brought together--no individual standing alone, and that everything is better diverse (mixed). The flavors in the pre-mixed flavors are purposefully drastically different to show that even the most different individuals can come together as one to form something beautiful and delightful. 

Second, the spoon and name sticks (on the website) represent protesting, which symbolizes the whole world coming together to protest and fight for this cause with Ben and Jerry's. The printed spoon is intentionally printed inverted so that people can take pictures in the mirror with their spoons as protesting sticks. This will serve as a trend on social media, which will widen their presence and popularize their stance. 

Finally, the tablecloth holds a pattern of the 15 different mixed flavors along with the text in the middle that again promotes togetherness.

Research:

https://www.benjerry.com/flavors/ice-cream-shop-flavors

https://www.vpr.org/vpr-news/2020-06-29/some-activists-say-ben-jerrys-stance-on-racial-justice-doesnt-go-far-enough

https://www.cnn.com/2020/06/03/business/ben--jerrys-george-floyd/index.html

https://www.benjerry.com/about-us/media-center/dismantle-white-supremacy

https://edition.cnn.com/2019/09/04/us/ben--jerrys-new-justice-flavor-trnd/index.html

https://www.benjerry.com/whats-new/2018/10/qa-favianna-rodriguez